The zero‐price effect implies that people forgo a favourable option for a free one, not only because the free one brings no cost but also because it creates a higher positive feeling which people use in making decisions. We extend previous studies by testing this effect for three‐component online mobile services in a business‐to‐business context. Two survey experiments are conducted using a sample (N=113) of Swedish hauler managers. In none of the experiments we find any zero‐price effect. Free promotions may therefore be less effective in the business‐to‐business context than in the business‐to‐consumer context.